The only remnant of the Thunderbird's former sporty image was that the standard 390-cubic-inch 300 hp (224 kW) V8 engine needed nearly 11 seconds to push the heavy T-bird to 60 mph (97 km/h).

Contemporary testers felt that the Buick Riviera, Pontiac Grand Prix, and Chrysler 300K were substantially more roadworthy cars, but the Thunderbird retained its leading market share.

The Sports Roadster was discontinued for this generation, however, a dealer offered convertible tonneau cover and wire wheels option was still available.

The listed retail price for the 1964 two-door hardtop coupe was US$4,486 ($44,071 in 2023 dollars [1]),[2] Several features intended for the new generation were delayed until 1965, when front disc brakes became standard equipment and sequential turn signals which flashed three bulbs in the broad, horizontal tail lights from inside to outside were added; the latter had been delayed by vehicle lighting regulations in the United States.

The popular "Tilt-Away" steering column continued, and was a Thunderbird recognized feature that was later shared on other upper-level Ford Products.

[3] Sales, impacted by increasing competition, including cannibalism by Ford's own newly introduced, and more affordable Mustang, dipped to 74,972.

A white 1964 Thunderbird convertible was used by Felix Leiter in a chase scene in the 1964 James Bond film Goldfinger, starring Sean Connery.

A gold 1966 Town Landau was driven by Dean Martin as Matt Helm in the 1966 film Murderers' Row.